$300,000 PER SECOND 🤯

That’s the average cost of a Super Bowl commercial slot…

You’d think with that type of investment there would be some guaranteed result, right? Like even just positive exposure? Please?

No can do. The only exposure you’re guaranteed for running a Super Bowl commercial is being absolutely roasted on Twitter if it doesn’t hit.

And if that doesn’t sound too bad, you probably haven’t been on Twitter lately. It makes Instagram memes look like glee club. It’s lawless. So the only thing that may be higher than the cost of running a Super Bowl ad are the stakes.

It’s not enough to just HAVE an ad run on Super Bowl Sunday. It’s not even enough to have a good ad run on Super Bowl Sunday. In order to reap the rewards to the fullest, you need to have a great ad run on Super Bowl Sunday.

Great product, great sales message, great delivery.

You quite literally cannot afford to skimp on any of the above.

(55 commercials that had all 3)

Let’s look at 4 things that make a great Super Bowl ad and what it can mean for YOU in your business…

#1. Pull up a chair - it’s story time

It’s no secret that storytelling is one of the most powerful tools you can use in sales and marketing. BUT, I’d like to up the ante here and add in one word: RELEVANT story time. Research has shown that companies who play into current events are significantly more likely to strike emotion with the audience, which in turn makes the audience more likely to take action on the offer.

A good example of this is the Super Bowl that occurred in 2002, months after 9/11. The highest performing ads had an undertone of patriotism and highlighted the United States. Now I’m not suggesting you spend all day scrolling and seeing what everyone’s talking about - what I am saying it that it never hurts to throw in an informative podcast during your trip to the grocery store or take a quick peek at what’s trending on Twitter (our personal favorite way to stay in the know) as you create content! Also, newsletters… 😏

#2. You better recognize

The use of celebrities is the bread and butter of Super Bowl ads because of a couple little things called recognition and influence. Like it or not, a familiar Hollywood face grabs our attention and has the potential to influence our feelings about a brand. Smart ads feature universally liked celebs like The Rock or Miles Teller (easy on the eyes is a bonus).

Nike is a great example of using the right celebrity endorsements to boost sales. The 1984 Nike Air Jordan campaign, featuring Michael Jordan, was one of the most successful celebrity endorsements in history. Almost 40 years later, the Nike Jordan brand dominates 75% of basketball shoe sales and 11% of ALL shoe sales in the United States. What I’m not saying is that you need Lebron James to answer your phone call to be in an IG live with you. What I am saying is that you never know the power that your next launch could hold for the future of your business.

#3. Make Super Bowl commercials funny again

Humor is one of the most powerful creative weapons in the advertising industry when used correctly. Not only does a giggle make the Super Bowl party at your in-laws less tense… Linking humor to a brand is an important part of the puzzle for the long game. Research shows that humor builds an emotional connection that helps make your campaigns more memorable. It’s important to note that the TYPE of humor does matter. Light hearted laughs win out over sarcasm any day of the week.

We allow space in our brains for something that entertains us, and if your brand is an intrinsic part of that humor, people are more likely to remember, notice, recognize and buy your product. While this is sooo juicy to know, don’t feel like you should be cracking jokes 24/7 in your own business. Personality and tone are key, and if you can show some of both while maintaining credibility and professionalism in your own content - you may have hit the jackpot.

#4. Don’t put all your eggs in one basket

None of the companies running ads last night said “you know what.. let’s buy a 7 million dollar ad and then chill the rest of the year.” It’s really the opposite. You’d never use all your effort and resources for one biiiig launch… right? ~nervous laughter~ This is why brands often use supporting campaigns to drive awareness and increase excitement around their products.

A Super Bowl ad is just ONE of the tools in their belt. Brands will continue campaign efforts on social media, email, TikTok and ole fashioned billboards. Have you ever thought that one live webinar would be enough for your launch? Yeah, us too. It just doesn’t work like that. So what do you, Bud Light and Crest White Strips have in common? You better always be selling. Allow successful campaigns to be a cherry on top… not the all-or-nothing sundae.

Will this be the year someone finally makes us laugh? Cry? Cringe? Either way, there will be Usher at halftime. And for that we can all be thankful.

Crockpots assemble.

Xo, The Salesgirls